Harbour

Contents.
01
03
08
20
33
39
47
Design Brief
Research
Synthesis
Personas
Concept Development
Final Deliverables
Conclusion

1
Intro
Design Brief.
Digital Environments: A simulated “place” made
through the use of one or more computers.
The sailing industry has come a long way over the
course of time and is now stronger than ever. With
events such as the America’s Cup pushing the sport
of sailing to be more recognized by the general public
than ever before, there has never been a better time to
be a sailor. Along with a growing community, sailing is
becoming more technical and equipment technology
is improving everyday. With the world becoming more
and more connected and digital environments pop-
ping up all over for various lifestyles, it’s time sailing
had one of its own as well.
Harbour is a digital environment that looks to bring
the sailing community together in one simple place,
the palm of your hand. With focus always on the users,
Harbour stays true to its roots as an app that is made
for sailors, by sailors. By introducing a new platform
for sailors to interact with one another, Harbour hopes
to bring the sailing community closer than it has ever
been before with a bit of technology and a lot of hard
work.

2
Scope Opportunities
Methods
Deliverables
Background
Audience
The aim of this project is to create an app for sailing
enthusiast that not only fosters an online community
between sailors, regattas, yachts, and spectators, but
also provides tools to make sailing more accessible.
Focusing on sailing enthusiast current necessities and
providing a user centered design is essential to the
success of this app. Through examination of current
apps on the market and sailing enthusiast day to day
activities, opportunities will be discovered and capital-
ized on in order to better meet the needs of the
target audience. By analyzing the possibilities of com-
bining an online community of sailing enthusiast with
tools that allow sailing to be more accessible, the cre-
ation of an online app will be the perfect platform for
developing this concept.
Online Community
- Create a network specifically designed for
sailing enthusiast.
- Connect with new people for both social and
competitive needs.
- Look to one another for information.
Digital Tool
- Allows sailing to be more accessible.
- Sailing enthusiast are more engaged in cur-
rent events.
- Current breakdowns and pain points are
resolved/ made easier.
Interviews
- Five to ten core participants, open ended
semi-formal interviews to gain insights from
current views of sailing apps (If they use
them, what is missing, what is something
that they would use, current breakdowns in
current sailing life.)
Survey
- 10 questions to look at sailing enthusiast
current involvement with online communi-
ties.
Competitive Analysis
- Create 2x2s and stakeholder maps of current
digital services offered to sailing enthusiast
Idea Visualization
- Creation of design that will not only be im-
plemented within the app, but promotional
artifacts used to promote Harbour’s brand
as well.
Wire-frame
- Creation of a detailed architecture structure
of how the app would be laid out.
Promotional Material
- 3D renderings and digital copies of materials
to promote the Harbour brand.
Mock App
- A mock app that will be designed to look and
operate as though it’s a fully functional app.
Process Book
- A process book detailing the entirety of work
done during the course.
Videos
- Mid term video displaying the research gath-
ered throughout the first five weeks of the
course. A final video showing the synthesis
and ideation process.
Business Plan
- A book detailing different aspects of Harbour
and plans for expanding the business.
Through sailing blogs, forums, and service websites,
it is apparent that there is a current need for a user
friendly sailing app. With some crew finder websites
having over 5,000 members, sailing enthusiast are
already trying to find a way to get involved in a digital
sailing community to connect with one another.
Current apps on the market for sailing are comprised
of charts, weather readers, knot guides, and digital
organizers. Looking at the market, there is plenty of
white space for an app such as Harbour to be imple-
mented and successful.
The target audience of this study is any and all people
interested in sailing. From extremely competitive
sailors to those that just sail for fun, Harbour will focus
on satisfying all demographics that wish to use the
app. Through primary research with a wide range of
sailing enthusiast from across the United States,
finding opportunities to accomplish this goal is an
immediate concentration.

3
Intro
Research.
To further understand the sailing industry and the cur-
rent state of its’ community, the interactions between
sailors and how relationships are formed was closely
examined for Harbours development. Understanding
the root of how sailors create their personal sailing
network and the tools they use to help strengthen
these relationships was the main focus of Harbour’s
contextual research.
Breaking research down into both primary and sec-
ondary methods allowed for a wide range of coverage
when looking at all aspects of the sailing industry. Pri-
mary research was utilized to understand how sailors
are currently connecting with one another and where
breakdowns often occur. Along with learning about
sailors relationships, primary research also focused on
understanding current technology sailors use today
in order to help make sailing more accessible in their
daily lives. Secondary research was appropriated to
learning what apps or resources are currently avail-
able to sailors and how effective they actually are.
By exploring both primary and secondary research
methods, insights and opportunities were discovered
that allowed for strong concept development.

4
Interviews Direct SailingSurvey Indirect Sailing Success
Interviews are concerned with
understanding peoples’ activi-
ties and experiences from their
own perspectives and in their
own places. Learning about
sailing enthusiast through
their stories and in their own
words allows for individualized
and specific views on sailing.
By interviewing a vast array
of sailing enthusiast from all
over the nation, a wide range
of insights and opportunities
were discovered. Dissecting
the kinds of relationships that
sailors have with one another
and how they foster that net-
work was the primary focus of
the interviews.
Direct competitors are those
that can be classified as
offering the same product or
service as you are offering to
your customer base. There
are currently only two direct
competitors of Harbour on the
market, Crew Connect and
Crew List. By examining both
of these sites and under-
standing different aspects of
how they bring sailors closer
together, opportunities were
formed in order to help create
a competitive advantage. As
well as looking at how to gain
a competitive advantage,
insights can be drawn as to
what parts of the websites are
successful and which fail.
Indirect competitors are those
that can be classified as target-
ing the same customer base as
yourself, but are not producing
a product or service that is the
same is yours. When examin-
ing the current marketplace
for sailing apps, there are a
number of tool and forum
apps. Weather prediction, knot
guides, and reference manu-
als are three main categories
that are where almost all the
apps fall into. By finding where
these apps fall in comparison
to Harbour allows for insights
into the kind of user base
expected to get on board with
an app such as Harbour.
Unlike traditional surveys,
Harbour’s survey was a short,
quick, loosely constructed
questionnaire used at the
early stage of research to
understand sailors’ activities,
behaviors, and attitudes about
current technology sailors use
today in order to help make
sailing more accessible in
their daily lives. The survey
provided a quick overview
of the topic, identified trend
patterns, and helped to clarify
the current need for a digital
environment within the sailing
community. Utilizing Sailinga-
narchy.com to gather survey
participants, twenty-five
sailors from all over the nation
helped form a decent sample
size and kick-start research.
It is important for Harbour to
review various applications
that are not sailing related but
have been diffused through-
out the general public and are
extremely successful. With
millions and even billions of
users worldwide, Evernote
and Facebook are two of
the most successful social
and tool based apps on the
market today. Looking at these
apps, Harbour can learn what
aspects have made them so
successful and find a way to
incorporate some of the same
design choices into the app.
Utilizing these insights will
help to gain Harbour a com-
petitive advantage over the
direct sailing competitors
Primary Research Secondary Research

5
Interviews Survey
When creating the interviews, it was important to keep a semi-structured
format in order to allow the interviewee a chance to have more of a conver-
sation than just answering questions. This format allowed for new subjects
of discussion to be explored that had not been thought of when creating the
interview. With each interview lasting about half an hour, each of the five in-
terviewees provided thoughtful insights that helped guide Harbour’s concept
development.
With the main purpose of the survey being to confirm that the market for a
digital sailing environment is one that is worthwhile, the format was fairly
basic with nine multiple choice and one open ended question. Gaining solid
evidence that there were sailing enthusiast who were looking for or currently
interested in finding a better way to connect with other sailors was a primary
focus. Along with this, discovering insights on where there may be current
breakdowns in sailing enthusiast routines was a secondary goal.
Generic
1. Name?
2. Age?
3. How long have you been sailing?
4. What is your sailing experience (Racing, clubs, teams, etc...)?
Involvement
5. Are you currently active in a sailing community? If so, What is your level
of involvement?
6. Is your involvement local or on a national scale?
7. How do you meet other sailors/ connect with different sailing commu-
nities currently?
8. Are you apart of an online social network to currently connect with
other sailing enthusiast?
9. Do you ever wish there was an easier way to connect with other sailors?
10. Do you feel like you would be more involved in the sailing community
if there was an easier way to connect with other sailors?
Struggles
11. What are the biggest struggles you face when going about sailing
(rigging, getting crew, ect...)?

Online App
12. Do you ever use apps on a smartphone?
13. What are some apps you use on a daily basis?
14. Do you use any of them for sailing purposes?
15. Are you aware of any apps specifically designed for sailing?
16. Do you think there would be value in an app that was specifically
designed for sailing?
17. What are some things you would like to see in a sailing app ( Yacht
Recognition)?
Questions
1. Do you own a smart phone (iphone, Android)?
Yes. No.
2. How oen do you have your phone with you?
Always at my side. Most of the day. Check it occasionally. Not much
at all.
3.Do you use social based or “tool” apps on a regular basis?
Social. Tool. Both. None.
4. If so, do you use any of them for sailing purposes?
Social. Tool. Both. None.
5. Do you feel as though you could benefit from using a social/”tool” based
app specifically designed for sailing?
Yes. No.
6. How involved in the sailing community are you where you currently reside?
Very. Somewhat. A little. Not at all.
7. Do you feel you would be more involved in the sailing community if there
were an
easier way to connect with local sailing enthusiast?
Yes. No.
8. Do you ever have trouble creating a full crew for your boat/ finding a boat
to crew on?
Finding crew. Finding a spot on a boat. No problem.
9. Have you scrambled to find crew last minute because of someone not
showing up
canceling?
Yes. No.
10. What do you do in a situation when you need to fill a crew spot last
minute?
_________________________________

6
Direct Sailing
Indirect Sailing
Success
There are currently only two main competitors of Harbour
on the market Crew Connect and Crew List. Crew Connect
is a website that allows boat owners to make profiles and
have a digital environment to manage all aspects of their
boat. Crew Connect has no social aspect at all and is very
limited to just the boat owner. The other competitor is
Crew List, a white pages like listing of sailors interested
in crewing for boats. While this provides more of a social
aspect, is not aesthetically pleasing at all. By examining
both of these apps, insights and opportunities can be
gained an capitalized on in Harbour’s development.
With the indirect competitors being comprised of apps
such as Sailing App, Animated Knots and Dock Clock,
Harbour may not be directly competing with them but still
needs to be aware of their existence and place in the sail-
ing app market. By looking closely into what these apps
are comprised of, and the user base that is downloading
them, Harbour can adapt and learn how to position itself
in the current whitespace of the sailing market.
Both Facebook and Evernote have made a huge impact in
the world of applications. With such a large user base and
rate of success, it is important to look to these apps and
see what makes them so special. Looking at not only func-
tion, but aesthetics and range of usability is are important
aspects to consider when looking at both of these apps.
Utilizing their best aspects in Harbour’s design can lead
to Harbour being successfully diffused within the sailing
community.

7
War Wall
Throughout the research process a war wall was created in order to display infor-
mation found from secondary research. Once the information was posted on the
board, insights and opportunities were drawn in order drive Harbour’s concept
development.

8
Intro
Synthesis.
Synthesis : The process of translating data and re-
search into knowledge.
Once research had been gathered through primary
and secondary methods, it was time to take a step
back and look at everything with a wholistic view in or-
der to further develop Harbour. By looking at research
as whole and not bringing a microscope to individual
pieces, insights and opportunities can be developed.
In order to properly visualize research and gain the
most from what had been recorded, tools such as a
competitive analysis, 2x2 maps & a SWOT diagram
were utilized to break compare and contrast different
findings from research with Harbour’s vision. Along
with these tools, a mind map and influence diagram
were also created to look at the sailing industry as a
whole in order to make connections as well as find
gaps in the market.
Through synthesizing research, Harbour was able to
discover insights and opportunities that could be later
capitalized on in concept development.

9
Interviewees
When looking for potential people to interview, it was important to find sailors
that all shared a love for sailing but came from different walks of life. Being differ-
ent from one another in many ways, it was interesting to gain insights on what
they found to be important in their personal sailing community as well as what
they would like to see in a potential digital environment. Keeping a open ended
discussion with each interviewee, insights were gained and visualized.
John JamesLane Jay Timmy
John is a twenty five year old
graduate service design major
from Savannah, Georgia.
Growing up in around boats
and as a member of a yacht
club John was always involved
in sailing. As he grew older and
went off to boarding school
on the east coast he raced on
his high school team and even
into college. After graduating
John found himself in Savan-
nah for grad school and for
the first time without a sailing
community. While he knew
there was one in the area he
never had the chance or even
opportunity to get involved
and has now barely sailed over
the past two years.
James is a twenty one year old
college student from Baton
Rouge, Louisiana. James
grew up sailing out of his local
yacht club and found himself
competing from a young age.
He raced for years in junior
national and international
events and participated in his
high school’s sailing team.
When James went to college
he did not join the sailing team
and got involved with other
school organizations. Although
he wasn’t racing at school
during the year, he was always
looking for a way to get on the
water during the summers.
James has now been coaching
youth sailors for six years and
enjoys his summers on the
water even though he is not
always racing.
Jay is a fifty five year old
professional sailor from Clear
Lake, Texas. Growing up on
the New Jersey coast Jay was
always involved in sailing
and it has been his way of life
now for forty nine years. He is
a four time world champion
sailor and also runs a North
Sails sail loft in Kemah, Texas.
Jay has traveled all over the
world sailing and has become
somewhat of an ambassador
for the sport. Along with racing
in regattas, he finds himself
promoting events and trying
to get members of sailing com-
munities more active. Sharing
his knowledge of the sport
with others, he hopes to keep
pushing the sport of sailing to
become more advanced and
competitive than it has ever
been before.
Lane is a thirty five year old
investment advisor from Hous-
ton, Texas. Lane is a member
of his local yacht club and
the owner of a J.80 boat. He
regularly competes in Hous-
ton’s Wednesday night races
and tries to do as many other
regattas as he can make it to.
Living almost an hour from the
coast, making his way down
to go on the boat can be a
challenge but he always makes
time for it. With two young
children this can sometimes
be difficult, but he still finds
someway to get on the water.
With his wife also being a sail-
or, family outings on the boat
are a regular event and they
both look forward to when
their children can begin sailing
by themselves.
Timmy is a nineteen year old
college student from Charles-
ton, South Carolina. Timmy
grew up very involved in his
local yacht club when growing
up on the New Jersey coast
and found himself always on
the water. Timmy began to
compete at a young age and
traveled around the world
racing in national and interna-
tional championships. Current-
ly Timmy is a member of his
college’s offshore racing team
and coaches youth sailing
during the summer. Though he
is on the college sailing team,
Timmy finds himself wanting
to compete in more local re-
gattas but has yet to really get
involved in Charleston’s local
sailing community and find his
way onto a boat.

10
Insights From Interviews
After conducting all five interviews, the transcripts were examined together in or-
der to find patterns between what each of the five sailors said. Forming clusters
of information and pulling quotes from each sailor that related to one another,
insights were formed. Along with recognizing these insights, opportunities were
discovered and applied to Harbour’s development.
Sailors only meet other sailors
through a mutual friend.
“When I go to a regatta, especially if it’s somewhere
I’ve never been before, I usually meet other sailors
through a buddy that knows both of us.” - Jay
“The only ones I know of and use are Wind Finder and
My Radar. Other than the two of those I don’t even
know of sailing specific apps.” - Timmy
“When I moved to Savannah I was pretty busy with
school and couldn’t take the time to find a way into
the local community. Especially when I didn’t know
anyone.” - John
“I have a Facebook group that I am on with friends.
Sometimes I jump on Sailing Anarchy forums to see
what going on, but thats it.” - Lane
“Now that I coach nearly every summer, it would be
nice if I could have somewhere to display a resume or
something like that.” - Timmy
“I personally don’t have a problem finding crew at my
level of sailing, but I know for a fact that the average
sailor has a hard time finding crew or trying to get on
boats on a regular business..” - Jay
“Ya I never really just walk up to guys I don’t know. A
friend will introduce me to someone or we just end up
talking because a friends there.” - Timmy
“I just use the weather app that came with my phone.
I don’t know of any sailing apps and if I did it would
have to be free for me to download it.” - Jay
“The only reason I know a few people in Charleston is
because I had a friend down here that knew people.
Otherwise I would have had to find some way to get
connected in the community. Even now when I know a
few people it’s still hard for me to find my way onto a
boat down here.” - Timmy
“I mainly just use Facebook, but am not part of sailing
groups or anything. I also use Snap Chat to connect
with friends on a daily basis.” - James
“It would be cool if I could coach more on the side.
Right now I mainly just coach youth sailing programs
during the summer, but would like to expand that
throughout the year.” - James
“I don’t always have trouble finding crew, but it does
happen every few weeks. I have to jump on the phone
and try to get guys to come down to the dock or go to
the bar and see who wants to sail.” - Lane“I always just meet friends of friends and just go from
there.” - James
“I use wind finder. That and just some basic weather
app. The only sailing apps I have seen I don’t care to
download.” - John
“All I really use is Facebook. Look at different pages
and sailing groups.” - John
Sailors are mainly using sailing
apps to learn about the cur-
rent weather conditions.
Sailors currently use non-sail-
ing social networks to connect
with other sailors
Sailing coaches would like to
have a place to network for
coaching purposes.
Sailors have trouble finding
crew for their boat/ finding a
boat to crew on.
Sailors find it hard to get in-
volved in a sailing community
when moving to a new area.

11
Survey Results
After receiving the information gathered from the survey, a visualization was
developed in order to compare and contrast the replies in one simple graphic.
Most sailors already use some apps for sailing and would be on board with a sail-
ing based digital environment if made available. The insights gained from these
results gave quick feedback needed to confirm some of the initial questions
Harbour needed before continuing with research

13
Mind Map
Before beginning the core primary and secondary research that would guide
Harbours development, a look into the sailing industry as a whole was a neces-
sary part of developing Harbour. In order to understand where Harbour would fit
into the sailing industry, it was important to visualize the relationship between
sailors, yachts, regattas and spectators. Once a mind map was developed rela-
tionships, as well as gaps, were found and capitalized on.

14
Influence Diagram
In order to further understand the relationships between sailors, yachts, regat-
tas and spectators, an influence diagram was created. Looking deeper into how
these aspects of sailing connect with one another, and of course influence, is a
key step in Harbour’s development. Adding sailing companies and crew to the
mix even further defined the different relationships that occur among the sailing
community. Insights gained from the diagram were utilized when conducting the
core of primary and secondary research.

15
Competitor Analysis
Every Organization has competitors. They can be tangential, negligible, strong,
weak, indifferent, or even friendly, but they exist, and acknowledging the
existence of competition is something every business must do. By looking at
Harbour’s competitors in an organized diagram, potential opportunities to place
Harbour into a strong market position can be identified.

16
Market Analysis 2x2
Looking at the current direct and indirect competitors of Harbour can help to
reveal Harbour’s position within the white space of the sailing app market.
This 2x2 simply introduces the current competitor apps available for down-
load and their position regarding whether they are operated online or offline
as well as if it is a tool based or social app.

17
Presentation & Quality 2x2
While the last map looked at Harbour’s position within the current sailing
app market based on online operation status and tool or social based focus,
this map illustrates emphasis apps place on their aesthetic presentation and
quality of the functionality of their app.

18
Community & Service 2x2
The previous map focused on Harbour’s position within the current sailing
app market based on emphasis apps place on their aesthetic presentation
and quality of the functionality of their app, this map shows whether an app
is community or isolated oriented and how wide or focused the services they
offer are.

19
SWOT Analysis
Swot is a methodology companies use to analyze strengths, weaknesses,
opportunities, and threats and evaluate advantages against competitors. This
framework is very important in identifying gaps in the company and identify
futures opportunities.

20
Intro
Personas.
Personas: Fictional characters created to represent the
different user types within a targeted demographic, at-
titude and/or behavior set that might use a site, brand
or product in a similar way.
From living and interacting within the sailing com-
munity for over fifteen years, as well as analyzing the
types of potential users and organizing them accord-
ing to sets of shared attributes, nine unique personas
were developed to drive Harbour’s development. The
nine personas created were: The “Pro”, Crewman,
Young Gun, New In Town, Hobbyist, Lifestyle, Family
First, New Adventure & Spectator.
Each persona features general information about
themselves, as well a value scale that ranks the impor-
tance of different aspects of sailing for each individual
persona. This value scale allowed for further insights
into how different aspects of each persona could be
capitalized on in concept development.

31
Persona Comparison
After the creation of nine unique personas, a visualization of their value scales
was created in order to compare and contrast which values were most important
to each persona. Once placed in the graph, patterns were discovered and groups
of personas were recognized. Using these patterns, insights and opportunities
were formulated that helped to drive concept development of Harbour.

32
Persona Timeline
Persona Timeline Growth
Along with the persona comparison chart, a timeline was created in order to see
the age range of each individual persona. By visualizing the age range of each
persona, a deeper understanding of the target customer base was capitalized on
for Harbour’s development.
Once an age range was developed for each persona, creating a timeline that
showed persona growth was created. Using insights gained from each individu-
al persona and the persona comparison chart, connections between personas
were formulated to show how a user would develop from one persona to another
throughout their lifetime.

33
Intro
Concept Development.
After synthesizing Harbour’s contextual research,
insights and opportunities were discovered that help
drive Harbour’s development. As stated in the design
brief, branding material, promotional items, and a
mock app were to be final deliverables upon com-
pletion of this course. By examining the insights and
opportunities gained from research, concept develop-
ment began for each of these deliverables.
By starting the design process on paper and not
immediately jumping on the computer, ideas are able
to be generated quickly and flow more naturally from
the designer to paper. Without the hassles of technical
difficulties that can sometimes arise, pen and paper
are fast with edits and allow for faster ideation. Once
a solid idea was discovered the process could move to
the computer for refinement and fine tuning.

34
Logo & Name Development
When beginning Harbour’s brand development, it was important to keep a nau-
tical trend throughout both the name and logo. Exploring other options such as
Cove, Port and Wharf, many sketches were formed in order to determine which
would be the most successful. After some ideation, it was determined that a
clean mark with a modern look would be a successful solution. Harbour was the
name eventually chosen and a simple anchor design would become the logo.

35
Logo Digital Development
Once Harbour had been decided on and an anchor was to be the ground work for
the mark, refinement and fine tuning began. The anchor by itself was determined
to be a mark that was over used and forgettable even when done well. Due to
this options were explored that made the anchor design more unique and an
undeniable mark when compared with anything else.
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–
HARBOUR
–EST. 2013–

36
Advertisement Development
For Harbour’s advertisement development, it was decided to incorporate the ip-
hone image in order to give a hint as to what the company’s service was. The ads
were to convey a message of sailing combined with mobile technology without
flat out saying that it is a digital environment for sailors. The imagery was meant
to be simple and clean, like the apps design, and create a discourse between
sailors wondering what Harbour could be.

37
Kiosk Development
In order to spread Harbour’s name, it was important to create opportunities that
put Harbour in the publics eye and have them directly interacted with. Creating a
kiosk allowed Harbour to have a presence at different sailing events all over the
nation. The primary goal of the design was to keep the same simple and clean
design as the rest of Harbour’s items and be welcoming to those walking by.

38
App Development
App development was a process that would always be in refinement and con-
stantly changing until the final page was created. At the beginning of the process
it was important to review much of the competitive research conducted and find
aspects of successful apps that could be applied to Harbour’s design. Taking the
time to work through these ideations and designing a functional and aesthetical-
ly pleasing app was the ultimate goal in the concept development stage.

39
Intro
Final Solution.
Through assessment and refinement of the concepts
developed for all aspects of Harbour, final solutions
were made apparent and capitalized on. Utilizing soft-
ware such as the Adobe Creative Suite and Axure, the
final logo, promotional items, advertisements, kiosk
and app were created.

40
Logo
As found in the development stage, the anchor mark by itself was forgettable and
over used in today’s design world. Incorporating the design of a compass with
the anchor created a unique mark that made an undeniable mark for Harbour. A
one, two and three color mark that gave an embossed look were developed for
various applications.

41
Promotional Items
Once a final logo was created, it was applied to a number of items for promotion-
al use. Creating items that can be given away or sold at sailing events would help
to strengthen Harbours image among sailing enthusiast. Along with promotional
use, shirts and hats would provide extra revenue for Harbour.

42
Advertisements
In order to create the thought provoking image Harbour was looking to convey, a
clean and simple design paired with a ambiguous phrase was utilized. Combin-
ing the imagery of sailing with the digital platform of the iphone, a hint of what
Harbour’s services will provide is apparent. Along with the imagery, the simple
phrase “ahoy” is used to further provoke the idea of a digital environment for
sailing enthusiast.

43
Kiosk
The final design of the kiosk was an open space that allowed those passing by
to stop in and out without feeling as though they were preached to. Creating an
environment that is very welcoming and makes consumers want to stop by and
engage with Harbour is the ultimate goal. Providing iphones and other materials
to show the functionality of Harbour and allow people to interact with different
aspects of the app allows Harbour to build hype and leave sailors wanting more.

44
App Prototype
After a back and forth of design, test and refinement, a final app was produced
that featured over fifteen unique profiles. The profiles featured the nine unique
personas created earlier in Harbours development stages in order to cover a
broad range of target users. Along with these users, yacht, business, event, clubs,
and group profiles were created to cover a large array of networking opportuni-
ties available to sailing enthusiast.

45
App Prototype
In addition to unique profiles being created for the mock app, main features of
the app were created and operational such as maps and yacht recognition. The
result of the final mock app was a successful digital environment that not only
created a social networking opportunity for sailing enthusiast, but also tools that
allowed sailing to be more accessible.

46
Sitemap
Through creation of the mock app, a sitemap was also created in order to give
an overview of the inner workings of Harbour. By showing the architecture of the
app laid out in one simple diagram, insights and opportunities can be discovered
and used for further development and future expansion.
Event Profile
Login
ConnectionsCalendar
Home
EventsNotificationsMessageMenu SettingsYacht FinderLearn ToSailMap
About
Yachts For
Rent
RegisteredAttendingMap
Group/ Team
Profile
About ConnectionsUpcoming
UpcomingAbout
Yacht Profile
ConnectionsEndorsementsResume
About
Yacht Club
Profile
ConnectionsUpcomingMap
About
Business
Profile
ConnectionsEndorsementsMap
UpcomingAboutCoaching
User Profile
ConnectionsEndorsementsResume
Search
Businesses
Search Yacht
Clubs
Sign Up
Search
Coaches

47
Harbour
Conclusion.
Digital Environments: A simulated “place” made
through the use of one or more computers.
From research to final solutions, Harbour has stayed
true to being an app created for sailors, by sailors. By
staying true to user needs and always keeping a user
centered design process, Harbour was able to create
an app that has never been seen before in the sailing
market. Utilizing their competitive advantage over
other sailing apps on the market, Harbour is in the
perfect position to be successfully diffused throughout
the sailing community.
With the events such as the America’s Cup bringing
more attention to sailing than ever before, the oppor-
tunity for making Harbour a reality has never been
better. With final solutions such as the mock app and
kiosk ready for presentation, Harbour will now turn
its focus to investment opportunities and start-up
endeavors.
Harbour is a digital environment that has now brought
the sailing community together in one simple place,
the palm of your hand. Ahoy.

Harbour

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